IAB Customer conversion journey results event
Event Info
Description
The IAB’s Customer Conversion Journey Research analyses the user journeys taken by online customers of three travel brands - British Airways, Virgin Atlantic and BMI.
The results show the relative effectiveness of different online activities including display advertising, sponsored search, affiliate marketing, natural search and email marketing. The findings also highlight the average number of times users making purchases on these sites are exposed to each activity, which elements are most effective in converting visitors to customers and the optimum number of display exposures. The breakfast seminar will also explore issues around assessing display advertising and the need to move beyond the click thru metric to understand the true impact of online display activity.
